Buyer Behaviour

Overview

Course description

This course analyzes buyer behaviour in both organizational and consumer markets. Effects on a firm's marketing strategy when dealing in consumer versus organizational markets are explored. The process buyers go through in searching for, evaluating and purchasing products and services is analyzed. The course also covers researching, delivering and evaluating customer satisfaction and quality service.

Course content

Developing an understanding of the nature and characteristics of organizational and consumer markets.
Identifying the influences (internal and external influences, such as environmental, legal, economic and cultural influences) on buyers, and the implications of these influences for the marketer.
Segmenting and targeting markets, identifying information needs and forecasting demand.
Determining the drivers of customer satisfaction, the information necessary to comprehend satisfaction, and the methods of creating a customer-driven marketing philosophy.
Exploring role and impact of quality service on customer relationships
Identifying the process buyers go through, the steps in the buying process, and the marketing activities that take place at each stage.
Analyzing theories of motivation, including perception, attitude, culture, organizational philosophy and corporate values.
Studying the organizational dynamics of consumer reference groups, leadership, peer influences and organizational structure.
Planning and strategy development for both consumer and organizational markets.

Learning activities

This course consists of a mixture of lectures, videos, class and group discussion, case analyses and student projects requiring research, preparation of reports on research findings and presentations.

Means of assessment

Student Project 30%

Cases/Assignments (2 - 3) 30%

Midterm examination 20%

Final examination 20%

100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

Learning outcomes

At the end of the course, the successful student should be able to:

Explain the nature, structure and characteristics of consumer and organizational marketing strategies:
- For consumer markets:
  - demonstrate an understanding of consumer motivation, perception, learning, personality, attitude formation, and change;
  - identify the social and cultural dimensions of consumer behaviour;
  - discuss the role of the consumer and consumerism in Canadian society;
  - identify and assess the differences in consumer behaviour that must be considered in global marketing;
- For organizational markets:
  - explain the nature, structure and distinguishing characteristics of organizational buyer behaviour;
  - analyze the process and considerations involved in organizational buying;
  - segment organizational markets and analyze demand factors;
- Summarize similarities and differences in consumer and organizational buyer behaviour and their impact on marketing strategy for both types of markets
Measure and evaluate customer satisfaction
Identify key elements of quality service from both customer and supplier viewpoints.

Textbook materials

Textbooks and Materials to be Purchased by Students:

Solomon, Michael R. et al, Consumer Behaviour, latest Canadian Ed. Prentice Hall or equivalent

and

Readings complied by the instructor.

Requisites

Prerequisites

MARK 5120

Corequisites

No corequisite courses.

Equivalencies

No equivalent courses.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

September 2009 (Current)

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution	Transfer details for MARK 5215
There are no applicable transfer credits for this course.

Important Notice